Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Millennial, Gen-X Tourists Opps: Vail Resorts loses marketing chief amid spend increases (Score 32)
Sales lead: Keep an eye on this company so that you are prepared to reach out once it hires a new CMO. .png)
- Vail Resorts (VR) announced that its CMO, Ryan Bennett, is leaving the company, effective October 20th, 2023.
- Bennett joined the company in 2019 and was promoted to CMO in 2021.
- We will be sure to let you know as soon as the company names a replacement.
Target demographic: Millennial & Gen-X tourists
Once it hires a new CMO, the company will likely:
- Keep increasing digital spend
- Try new ad channels
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: VR spent almost $3m on digital display ads YTD, up from $991.4k spent in this channel during the same time period of 2022.
- YTD data: 356.7m impressions via Facebook (40%), desktop display (24%), YouTube (16%), and mobile display (1%).
- 2021-2022 spend: Full-year spend fell by 47% from $3.8m in 2021 to $2m in 2022.
- Ad location: It placed 98% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, theknot.com, and weddingwire.com. It placed 2% of these ads through multiple indirect channels onto sites such as nytimes.com, zillow.com, football.fantasysports.yahoo.com, worldtravelling.com, and simplyrecipes.com.
Additional channel insights
- Vivvix: VR also invests in OOH, radio, and local broadcast.
Agency analysis:
- Opportunity: Start working on your pitches so that you can reach out as soon as VR names a new CMO.
- VR does not currently work with any agencies to the best of my knowledge.
